Victoria Racing Club (VRC) and G.H. Mumm have announced they will extend their partnership, retaining G.H. Mumm as the official Champagne partner of the VRC and the Melbourne Cup Carnival for a further three years.
The renewed agreement, which runs until mid-2028, will total 18 years of collaboration between the VRC and G.H. Mumm.
The announcement follows more than 12,800 bottles of G.H. Mumm Champagne being enjoyed by racegoers during the 2024 Melbourne Cup Carnival, with G.H. Mumm promising its presence at the 2025 Melbourne Cup Carnival will be its most show-stopping to date.
The G.H. Mumm Birdcage marquee has become an attraction in its own right at the Melbourne Cup Carnival, renowned for its red-carpet glamour, international guests, DJ sets, immersive fine dining experiences and iconic “tap tap” Champagne fountains.
This beloved “tap tap” tradition sees Mumm Champagne soaring metres into the air following a large format bottle being struck with a sabre. Over the years, a host of Australian and international celebrities have taken part, including models Duckie Thot, Kate Peck, and Miss Universe Monica Radulovic; champion athletes Emma McKeon, Usain Bolt, Nedd Brockmann and Ariarne Titmus.
In 2018, G.H. Mumm and the VRC undertook a global-first for the Champagne house and built a custom-designed bar in the Club Stand. This collaborative endeavour remains the first official Mumm bar built outside of its home in Reims, Champagne.
VRC CEO Kylie Rogers said: “G.H. Mumm has become synonymous with celebration at Flemington. For 15 years, their presence has elevated the Melbourne Cup Carnival, and we’re excited to continue raising a glass together through to 2028.
“This partnership is about more than Champagne – it’s about bringing people together, creating unforgettable moments, and setting the tone for celebration at one of Australia’s most prestigious sporting and social events. G.H. Mumm understands that energy, and they help us bring it to life year after year.”
Pernod Ricard (owner of G.H. Mumm) Pacific Marketing Director Kristy Rutherford said: “G.H. Mumm is renowned for pushing the boundaries with world-first moments and adventures, including becoming the first Champagne in space; joining pioneering Antarctic expeditions; and even launching the highest Champagne dinner party.
“It is this spirit that places G.H. Mumm as an iconic Champagne at the heart of modern culture, and each year we are proud to bring that to the Melbourne Cup Carnival as the official Champagne partner.”
The 2025 Melbourne Cup Carnival begins with Victoria Derby Day on 1 November, followed by Lexus Melbourne Cup Day on 4 November, Crown Oaks Day on 6 November and TAB Champions Day on 8 November.
As part of the expansion, G.H. Mumm will also receiving naming rights to a key race on Victoria Derby Day during the Melbourne Cup Carnival.
The announcement follows De Bortoli launching a new partnership that will see the producer become the official wine partner of the VRC and Melbourne Cup Carnival.
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